Evolution of “Beton vid Kowalskoyi”
Evolution. It is hardly possible to find a better term to accurately describe the continuous process of improvement that is going at Kovalska ICG for over 60 years by now. The most striking example of the evolutionary success is “Beton vid Kowalskoyi”, being a DNA of the company, its main product and greatest pride.
In the last few years, the legendary brand has been renewed becoming a de-facto quality mark for a new generation of architects, designers and builders. At the moment, concrete is not just in the trend, it is needed as never before, and demand is only growing. The reputation of the brand is also proven by statistics: there are millions of cubic meters of concrete shipped to clients, as well as the mind-blowing fact that “Beton vid Kovalskoyi” is used at literally every second construction site. It is fair to say that “Beton vid Kovalskoyi” has already become synonymous with quality, reliability and durability. When we say “concrete”, we mean “from Kovalska”.
“It is necessary to refresh the brand from time to time”, – says Director of Business Development Olga Pylypenko. “We should visualize the changes occurring in the company. If it is not done in time the brand begins to seem outdated and people get the impression that company is not moving forward. The form and the content should be the same. Always. Such are the laws of both nature and successful business”.
It is only natural that the company used a concrete as the source for inspiration in development of its refreshed image. Characteristic straights and distinct geometric shapes, unique texture and soundness have become the foundation for the renewed brand “Beton vid Kowalskoyi”. Our purpose was to describe the brand’s character in the easiest way to understand and at the same time, to aesthetically reflect the company’s greatest values, such as stability, constructiveness, and passion for business. It was also important not to lose its uniqueness and avoid the complete change of the image, but to refresh the style by recreating the small details that will soon change the digital space and become familiar to the company’s customers.
The man behind the refreshed image of “Beton vid Kowalskoyi”, Ukrainian designer Dmytro Tsapko considers this project one of the leading cases of his agency. He used the main constants of the previous style – its color and shape – as basis in the process of creating a new logo. He believes his success has been squared comparing to his expectations, or even raised to cube. A cube made of concrete.